Analysis of service quality in non-governmental organizations using the SERVQUAL model

In recent years, the service sector has shown remarkable growth both globally and specifically in Turkey. This growth has brought about the emergence of a more conscious, demanding, and quality-sensitive group of consumers. In this context, the inherently intangible, simultaneous, variable, and customer-interactive nature of service delivery makes the management and evaluation of service quality a highly complex process. One of the key stakeholders in the service sector is non-governmental organizations (NGOs), which are nonprofit entities aiming to prioritize social benefit and contribute to the resolution of social issues. However, in order to enhance their sustainability and social impact, it is crucial for such organizations to measure and improve the quality of the services they offer. The primary objective of this study is to evaluate the service quality provided by a non-governmental organization operating in Istanbul and to identify the gap between the expectations and perceptions of service recipients. The SERVQUAL model, which is widely used to measure service quality, has been adopted in this research. Within the scope of the SERVQUAL model, service quality is assessed in five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Through these dimensions, the differences between service recipients' pre-service expectations and post-service perceptions have been analyzed. The data for the research were collected through a survey conducted with 271 individuals who received services from the NGO in question. The data were analyzed using the SPSS 26.0 statistical software program, evaluated at a 5% level of significance and a 95% confidence interval. The findings indicate that there are significant service quality gaps in four of the five dimensions—tangibles, reliability, responsiveness, and empathy—excluding the assurance dimension. This indicates that the services provided by the NGO do not fully meet the expectations of the beneficiaries and reveals several areas for improvement. In particular, the lack of physical equipment and limitations in professional service delivery are among the main factors that negatively affect perceptions of service quality. Considering the strategic role of non-governmental organizations in building modern democratic societies and enhancing social welfare, this study offers significant contributions both theoretically and practically. The research findings emphasize the necessity of conducting systematic evaluations of service quality even in nonprofit organizations and highlight the importance of adopting a service-quality-oriented governance approach. Furthermore, the study provides valuable insights into fostering awareness about the establishment of a quality management culture within such organizations.